Behavioral Science For Brands: Leveraging behavioral science in brand marketing. cover image

Behavioral Science For Brands: Leveraging behavioral science in brand marketing.

How using humor helped Aviation gin laugh all the way to the bank

Mar 6, 2025
24:30

In this episode we explore the behavioral science principles behind Aviation Gin’s success. In particular we look at why humor is such an effective (but underused) tool for brands. 

We cover work by Nisbett on the halo effect that shows if a brand improves its standing in one particular metric (like being funny) it will improve even unrelated characteristics, such as being perceived as trustworthy or modern.

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